SEM1 4.01 A - Selling - PowerPoint PPT Presentation

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SEM1 4.01 A - Selling

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  1. SEM1 4.01 A - Selling • Employ sales processes and techniques to enhance customer relationships and to increase the likelihood of making sales • Sell advertising space in printed and electronic materials (e.g., programs, yearbooks, media guides, tickets, team photo cards, etc.)

  2. Why advertise in SEM materials? • Tickets and programs are given to consumers who might be the target market consumer for other businesses • Selling ads enhance theuse of a ticket or program • Not just allow entrance or give information…add value • Generates more revenue for the event • Business know the ad may be seen by potential customers so it’s a “win-win”

  3. SEM material types for advertising • Tickets • Game/event programs • Team yearbook programs • Team photo cards • Internet/websites • Media guides • Co-op advertising

  4. Advertising appeals in SEM • The 2 most important types of advertising appeals are: • Rational – Reasonable, practical, and functionality of a product to a potential consumer – generally more effective with adults • Scarcity appeal – make people think there’s limited supply • Emotional – Related to a consumer’s psychological & social needs • Personal • Social • Fear

  5. Advertising appeals in SEM • Personal Appeal • Some personal emotions that can drive individuals to purchase products include safety, love, humor, joy, happiness, pride, self esteem, pleasure, comfort, nostalgia etc. • Social Appeal • Social factors cause people to make purchases and include such aspects as recognition, respect, involvement, affiliation, rejection, acceptance, status and approval

  6. Advertising appeals in SEM • Fear Appeal • Fear is often used to good effect in advertising and marketing campaigns of beauty and health products including insurance. Must be moderate. • Humor Appeal • Sex Appeal • Brand Appeal • Adventure Appeal • Youth Appeal • http://www.youtube.com/watch?v=cpi2IAec9Ho • http://www.youtube.com/watch?v=zFKIeT7OlbM

  7. Procedures for selling space in SEM materials • Prepare early • Create rate cards for all materials • Back of ticket • ¼, ½, full page for programs • Signage at event • Know audience # to establish rates • Use volunteers to assist in sales • Appeal to community involvement and support • This can lead to sales as local business can expect potential customers by placing an ad

  8. Procedures for selling space in SEM materials • Additional sales • Ask volunteers to solicit friends, bosses or relatives • Solicit well wishers • People that will offer one liner to encourage success

  9. Procedures for selling space in SEM materials • Give promotional discounts • Buy 2 ad spaces, get 1 free • Free bonus for renewing • Sell advertising space between content • Use your imagination to utilize all areas • Write a review for your customer’s product to place under their ad • They will appreciate it and be more inclined to advertise • GUARANTEE your customer’s advertising results • This can be based on the expected # of attendees